A photo posted by Katrina Molson (@katrinamolson) on May 24, 2015 at 10:20pm PDT

The rising twinkling beauty trend echoes the anti-shaming #FreeYourPits movement, which saw women, including Madonna, take selfies with their unshaven armpits and post it on social media earlier this year.

"I want you to show off your #glitterpits for equality in the under-arm regions!" wrote photographer Matthew Burditt and make-up artist Katrina Molson. "Show that your furry pits are beautiful!

The pair shared photographs that show a woman modelling glittery underarms.

Now Instagram is peppered with snaps of real women using glitter on their hairy pits, to object narrow-minded perceptions of feminine beauty.